NFC Boosts Marketing Efforts with Hispanics

NFC Boosts Marketing Efforts
with Hispanics
Mike Foley, Post Foods, LLC
The path to NFC…
• Brand is the market leader
• Passion for innovation
• Hispanic market ideal consumer segment
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Honey Bunches of Oats is the #1 Cereal Brand
with Hispanics in the US
Hispanic
Rank
Source: Nielsen Hispanic; FOOD, L52W 1/25/14
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Brands
Hispanic $
Share
1
Honey Bunches of Oats
8.7
2
Frosted Flakes
6.0
3
Special-K
5.6
4
Honey Nut Cheerios
4.5
5
Cinnamon Toast Crunch
3.5
6
Froot Loops
3.2
7
YB Cheerios
3.2
8
Corn Flakes
3.2
9
Lucky Charms
2.9
10
Pebbles
2.4
Source: Nielsen Hispanic; FOOD, L52W 1/25/14
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HBO RANK IN MKT Top 12 Markets make up
almost 75% of the total
brand volume
TOP HISPANIC MARKETS
TOTAL US ‐ FOOD 1
2.3 8.9 0.5 LOS ANGELES
1
(5.9)
13.7 0.1 NEW YORK
1
14.7 7.3 1.0 MIAMI
2
13.8 7.4 1.1 HOUSTON
1
1.5 9.7 0.6 PHOENIX
1
(8.6)
10.1 0.1 SAN FRANCISCO
1
12.2 10.5 0.4 DALLAS / FT. WORTH
1
0.5 11.6 0.8 CHICAGO
5
8.2 3.5 0.4 SAN DIEGO
1
(5.7)
13.1 (0.6)
PHILADELPHIA
1
20.3 5.8 1.2 DENVER
1
(6.2)
7.7 (0.1)
SACRAMENTO
1
(3.0)
9.8 (0.0)
HBO ‐ Hispanic FYTD
Volume
Share
Dollars
% Chg vs YAG
Dollar Share
Pt Chg vs Cur
YAG
Our go-to-market strategy
Drive Holistic Brand Experience
National Support
Awareness
BREADTH
Weave communication strategy throughout all channels and platforms
DEPTH
Leverage Community Influencers
Culturally Relevant programs in key Markets
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Our Approach
Three pillars of success
Media
Retailer
Overlay
(Awareness & Mass Reach)
Communication
Role
Drive broad and consistent
awareness focused to reach
Hispanic consumers
Experiential
(Advocacy)
(Engagement/Trial)
Holistic brand experiences
across different channels
and markets
Establish an emotional bond
with consumers to drive
loyalty
Key Channels
Priorities/
Considerations
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Reach
Continuity
Relevant content
Connection/Engagement
Product Interactions
Shopper Marketing
Retail Partnerships
Influencer Network
Technology
Affinity Program
Loyalty
Brand Benefit Ladder
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Emotional connection through celebrity & music
Rashel Diaz
TV Host
Claudia Molina
Fitness Guru
Chino y Nacho
Fonseca
Pop Duo
Singer/ Songwriter
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Maria Marin
Aarὀn Sanchez
Jencarlos Canela
Motivational
Speaker/Radio
Personality
Celebrity Chef
Actor/Singer
Prince Royce
Singer/ Songwriter
Aarὀn Diaz
Actor/Musician
Belinda
Actress/Singer
A robust marketing and media plan to support our pillars of success
RETAILER
OVERLAY
KEY MARKET SPECIAL
EVENTS
CONSUMER
PROMOTIONS /
SAMPLING
EXPERIENTIAL
DIGITAL & SOCIAL
MEDIA
AMPLIFICATION
BRANDED
ENTERTAINMENT
MEDIA
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MEDIA
NFC Application Use Areas
Source: NFC Global Forum
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Test & Learn Tactics
• Survey / Research
• Content Distribution
• Reward / Loyalty
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Overview
CAMINTEL, an NYC-based startup, has
partnered with Post Foods in the deployment of
'engagement marketing' techniques at a Miami
concert.
93
62%
Occurrences
NFC
29
Occurrences
20%
QRC
27
418
18%
Total number of
entry points:
NFC, QRC, HTTP
Occurrences
Analysis
Overall 22% activation
rate over a 3 day period
The Miami event, featuring Chino y Nacho and
in partnership with Univision, formed a multicity branded concert series.
14.2%
Post Foods used CAMINTEL software to
aggregate and analyse data gathered from the
concertgoers, enabling the company to deliver
precisely-targeted follow-ups.
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NFC
22%
Http
4.4%
QRC
418
4.1%
149+
Total number of
unique
occurrences from
all entry points
657
Total number of
multi entry tags
distributed during
4hour event
Campaign Insights
NFC technology was chosen to connect with
concertgoers via their smartphones, simplifying
the event questionnaire process, free music
download, and eliminating repetitive data entry.
Http
3
Overview
Android
70%
25+
28
Total number of
iOS phones used
Total device
mix detected
Analysis
Total Android phones
used by entry type
Total
104
89
%
% 10
NFC
QRC
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1Http%
Apple
17%
13%
NFC phone models detected
Mac/Win
# of
Occurrences
SAMSUNG‐SGH‐I747
19
SAMSUNG‐SGH‐I337
17
SAMSUNG SGH‐M919
15
NOKIA Lumia 920
12
SAMSUNG GT‐I9300
6
Google Nexus 7
5
Other Models
19
Total
93
12+
The total number
of Windows Phone
8 used
7+
Total number of
Mac/Win
desktop used
Campaign Insights
Phones with Android operating systems were
overwhelming the phone of choice for this
population mix. There were over 28 total
unique devices detected, with Samsung, Nokia,
and Google phones dominating the pack.
% of Operating Systems
detected
Overview
In total 54 survey questions were 100%
completely or 36% of all NFC tags.
.
Summary of survey
questions
Completed survey questions
54
70%
Have tried HBO before event
How did you hear about event
20% Amor 105.7 | 35% Friend | 45% Mix 98.1
Bunchecitas Scorecard
41
Seconds
91%
25%
Average time spent on survey
Of IP address were from
South Florida
of phones used AT&T as their
Mobile Network Operator (MNO)
Brenda
2
Katherine
2
Betty
1
Stefanie
1
Leslie
0
Valerie
0
Camilo, Jason, Ruggie
21
Total
27
(Total not included in 149 unique occurrences)
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# of
Occurrences
The average
number of
occurrences per
tag
418+
Total web
impressions
served from
occurrences
36%
Total number of
survey
questions
submitted
Campaign Insights
Favorite Flavor
54% Almond | 8% HR | 38% Strawberry
Analysis
3
Heat Map
Browswer Type
Relative %
40%
IE
12%
Safari
36%
Unknown
12%
Analysis
Sample Geo Location
(IP Address)
Relative %
Miami
27%
Fort Myers
12%
Hialeah
8.5%
Texas
3.4%
Fort Lauderdale
3.2%
New York
1.6%
Homestead
1.6%
Coral Gables
1.6%
New York
1.6%
Other
41.1%
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Campaign Insights
Chrome
Using IP addresses in the United States is about 90% accurate on the
state level, and 81% accurate within a 25 mile radius. Geographic
location information (includes country, region/state, city, latitude,
longitude and telephone area code.), and a location specific map.
HBO 2013 Summer Concert Series (“El Tour Positivo” )
This summer Honey Bunches
of Oats ran an impactful and
culturally relevant 360°
promotional campaign that
will harness the power of
music. The Tour will
consisted of free “made for
TV” exclusive concert events
which will take place during
the summer in key Hispanic
markets.
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Footage from each concert was edited into a
2 minute branded entertainment piece that
aired on three networks simultaneously:
Univision, Galavision, and Unimas.
Summary
• Content is King
• Change the backend for increased engagement
• Technology trumps rewards
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Experiential
(Advocacy)
Communication
Role
Establish an emotional bond
with consumers to drive
loyalty
Key Channels
Priorities/
Considerations
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Influencer Network
Technology
Affinity Program
Loyalty